Tinder Plus goes official; lets you take back that swipe for a price

Popular dating app Tinder has officially launched its premium service called Tinder Plus today after a potential March launch was first hinted at early last month. The premium subscription adds an option to undo previous swipes, as well as a new way for users to meet matches in other parts of the world.

Up until this point, if a user rejected someone with a left-swipe, that potential match would be gone forever. With the launch of Tinder plus, users can take advantage of a new option called "rewind" for a set monthly fee. The rewind feature basically functions as an "undo" button for mistaken swipes, allowing a user to change his or her mind. The service starts $9.99 a month in the U.S. and £3.99 in the U.K.. However, that pricing scheme only applies to users between the ages of 18 and 27; if you're older, being able to rewind your swipes is going to cost you a little more at $19.99 per month in the U.S. and £14.99 in the U.K..

The variable pricing based on age is sure to be a potential friction point for older users. In a statement to NPR on the matter, Tinder said the following:

Over the past few months, we've tested Tinder Plus extensively in several countries. We've priced Tinder Plus based on a combination of factors, including what we've learned through our testing, and we've found that these price points were adopted very well by certain age demographics. Lots of products offer differentiated price tiers by age, like Spotify does for students, for example. Tinder is no different; during our testing we've learned, not surprisingly, that younger users are just as excited about Tinder Plus, but are more budget constrained, and need a lower price to pull the trigger.

In addition to rewind, Tinder Plus also enables a feature called "Passport" which allows users to meet potential matches in other regions by changing their location.